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 HOME >> Entrepreneur Help |
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Is Context Clouding Your Message?
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By Michel Neray
Do people listen to you intently when you speak? Do you want to be a more compelling communicator? Do you want more people to ask for your card? Read on. Next time you have to introduce yourself in public, like at a networking event, don't give your audience a chance to tune out: skip the part about your name and your company, and get straight to what you offer. If you're like most people, you feel the need to give people the context of what you're saying before telling them the important stuff. You probably also do it in your memos, proposals and advertising. Recognize that context is usually a security blanket for you, but it creates distance between you and your audience. They couldn't care less about who you are until after they think you have something they need. So starting with non-essential stuff simply gives them time to tune out. If they show an interest, you can easily fill in the blanks later. OK, I know, that goes against everything you've been told about how to construct your 'Elevator Pitch'. But we're not talking about your Elevator Pitch; we're talking about your Essential Message™. Try it -- it really works!
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